Where do you think these pics were made? Somewhere in Iran, central Asia or at least Egypt youâd probably guess.
Well, actually they were made right in one of Viennaâs posher areas, DĂśbling. And actually itâs a former factory for moothproofing agents.
Well read! This is Zacherlfabrik, a rare example of historicistic architecture referring to Persia.
And an excellent example of architecture as a means of Storytelling in PR!
The story is the following: Mit 19th century a guy named Mr. Zacherl travelled to central Asia and found a plant that effectively repells mooths and other vermins. He imported the plant, some kind of chrysanth, from central Asia to Vienna, fabricated the agent and sold it widely across the Austro-Hungarian Empire and beyond.
The powder was modestly called âZacherlinâ or âPersian powderâ as reference to its provenance.
Persia (today Iran) was at that time associated with wealth, luxury, opulence.
To underline the exklusivity of the product and to directly connect with Persia , one of Mr.Zacherlâs smart (and wealthy) descendants errected the factory with references to the persian (but also egyptian and ottoman) architecture, mainly the Sheikâs mosque in Isfahan/now: Iran.
The image of the factory was then widely refered to in all kinds of publicity, ads,⌠Quite smart.
After WW1, when Austria became much smaller, import tolls increased and chemical repellents were invented (and cheaper), Zacherlin had a bottomless decline and fabrication was finally dismissed.
The factory building belongs still to the Zacherl family. It is now used for some cultural events.
